Quick look
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Chery has been delivering on its commitments to invest in Malaysia and not only assembles vehicles locally but also exports some production.
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After starting off with Vietnam last year, Chery will begin exporting JAECOO J7 SUVs to Brunei from February.
When Chery came into the Malaysian market itself in July 2023 (it had first entered through a local business partner 18 years earlier), it did so with a promise of making significant investments. From the start, it made the decision to assemble its models locally, doing so at the Inokom plant in Kedah.
Then it also set up its own assembly plant in Shah Alam, Selangor, for its OMODA | JAECOO models, and last year, it announced that it would be spending RM2 billion to establish a Smart Auto Industrial Park in Lembah Beringin in north Selangor.
Delivering on commitments
The initiative to assemble locally from the start, as well as have its own assembly plant led former MITI minister Tengku Datuk Seri Zafrul Abdul Aziz to commend the automaker on delivering on its commitments, in contrast to some others that had yet to follow through with their investment plans.
Malaysia as a production hub
Besides assembling for the local market, Chery has also been exporting some of its production of JAECOO SUVs, again showing that it is serious about using Malaysia as a production hub for ASEAN. Last year, it began exporting the JAECOO J7 assembled in Malaysia to Vietnam, and will begin exporting to Brunei from February 2026. Future export markets include Thailand, Indonesia and Singapore.
“Brunei’s proximity and market potential make it a logical and important next step. This initial shipment of the JAECOO J7 allows us to gauge market reception and lay a solid foundation in Brunei,” said Chery Corporate Malaysia Vice-President, Cheng Nam Weng.
Measured, learning-based approach
The company’s medium-term export strategy prioritises sustainable growth, with an initial focus on establishing a strong foundation in key markets like Vietnam and Brunei. By closely evaluating performance, customer feedback, and market trends, Chery Corporate Malaysia aims to ensure a successful market entry. This measured, learning-based approach will guide the company’s future expansion into other ASEAN markets.
“The export market is a key pillar for our long-term growth strategy in the ASEAN region. We are thrilled to continue this growth momentum of expanding our brand reach to more markets,” said Chery Corporate Malaysia Executive Vice-President, Men Lin Bo.
